Hubspot Marketing

FEBRUARY 25, 2025

If it feels like the B2B marketing funnel concept has been around forever, youre not far off. Elmo Lewis created the AIDA model , laying the foundation for the funnel we marketers use every day. What does it take to build a funnel? Lets join other marketing experts and find out.

Transform

Hubspot Marketing

APRIL 30, 2025

SEOs who want to serve buyers and sell products or services need to understand the buyer journey to effectively strategize content. Keyword Intents for Each Buyer's Journey Stage Each buyer journey stage has a separate need that you need to meet by matching the right keywords to the right stage. The problem?

SEO

Hubspot Marketing

NOVEMBER 14, 2024

Those companies did below the line (BTL) marketing right. Email marketing, direct mail, events — below the line marketing includes these and similar targeted tactics to convince and convert buyers. Table of Contents What is below the line marketing? Answering “What is BTL marketing?” And where do you begin?

Direct Mail

Litmus

SEPTEMBER 25, 2024

What is lifecycle marketing? What are the lifecycle stages? By aligning your marketing efforts to each stage, you can build stronger relationships, keep customers coming back, and make the most of every interaction.In Message: A specific message designed for the customer’s current stage (e.g.,

Management

Sprout Social

SEPTEMBER 19, 2024

Influencer marketing is no longer a novelty—it’s a critical component of advertising strategies. In this guide, we’ll explore what influencer marketing key performance indicators (KPIs) are and why they matter. What are influencer marketing KPIs? Why are influencer marketing KPIs important?

Influencer Marketing

Martech

SEPTEMBER 4, 2024

What if you could test-drive an entire marketing technology platform and simulate marketing and sales efforts without risking a single dollar? CDPs have gained marketers’ attention by unifying customer data and driving smarter marketing. Create a sample marketing campaign and use the CDP to simulate scenarios.

Marketing Strategy

Martech

FEBRUARY 6, 2025

Marketing strategies must be verified and proven with metrics and analytics. Journeys, not funnels Over the past five years, the customer journey has changed radically, making it no longer a straightforward, easily measurable process. In the past, marketers expected an average of eight to 10 touchpoints before a conversion.

Thought Leadership

Unbounce

JANUARY 6, 2025

/ Landing page optimization How to use landing page sales funnels to convert more visitors By Josh Gallant. 14 min read Ahh, the funnel. Despite what you may be hearing through the grapevine, the marketing conversion funnel is most definitely still alive and well When its built right, that is. Updated on January 6, 2025.

User-Generated

Martech

JULY 16, 2024

One main reason for this is the difficulty CMOs have in proving the financial value of marketing expenses. Despite advancements in addressability and attribution, marketers still struggle to find ROI measures that impress the CFO and the CEO. Defining clear outcomes Marketing must clearly define desired outcomes at each funnel stage.

Finance

Sprout Social

JUNE 13, 2025

YouTube offers marketers a unique mix of reach, intent and influence. Calculating YouTube marketing ROI across paid and organic content offers a complete performance picture. Why YouTube marketing ROI matters—especially now Assigning attribution is getting harder, complicating ROI calculation across all social media efforts.

Analytics

SmartBrief - Marketing

JULY 8, 2025

Investment in influencer marketing is expected to exceed $10 billion in the U.S. But doing it right requires more than money — it requires marketers to constantly evaluate which platforms offer the most impact. Marketers may currently overlook the power of LinkedIn influencer marketing, but they shouldn’t.

Influencer Marketing

Martech

DECEMBER 16, 2024

Elevate your contents credibility beyond the page Seth Godin said, You are your work, and that may not be more true than in modern content SEO, where LLMs make content generation cheap. Google needs an anchor to determine whether a piece of content is trustworthy and valuable. Google now looks at more than just content.

Transform

Marketing Insider Group

MAY 6, 2025

B2B SaaS companies need to stay vigilant with their marketing strategies in order to remain competitive in 2025. ” Now, more than ever, you need a clever product and a smart marketing strategy to stand outa strategy that will make the difference between stagnation and steady growth. .” Your niche is your power.

Marketing Strategy

Martech

DECEMBER 19, 2024

Why too many choices lead to inaction Every decision requires mental effort and people have limited capacity to make them. Every design element affects how users interact with your call to action, from color choices to strategic placement. Without thinking, your hand reaches for the chips. Why does this happen?

Customer Journey

Martech

NOVEMBER 11, 2024

A martech center of excellence (COE) bridges strategy and execution, turning marketing ideas into powerful customer experiences. Central to this is the execution team — a skilled group that includes UX designers, web experts, email marketers, social media strategists, CRM managers, campaign analysts and operational strategists.

CRM

The Marketing Operations Leader

MARCH 3, 2025

Join us on Thursday, March 6, at 2 PM ET for an exclusive encore webinar featuring Stephen Cave, Product Manager at World Vision Canada, and Rohan Bhatt, Senior Product Marketing Manager at Adobe. The 9 Reports Every Marketing Leader Wants to See Marketing leaders need accurate data and insights to make better decisions.

Transform

Martech

JUNE 12, 2025

As companies move from startup mode and scale into growth-stage execution, many are choosing to underinvest in marketing leadership, mistaking it as a cost center rather than the strategic engine behind revenue generation and go-to-market (GTM) execution. They require the orchestration of: Product marketing. Intent data.

CMO

The Marketing Operations Leader

APRIL 15, 2025

In this edition: The 7 Must-Have Reports for the ABM Leader What to Do If You’re Feeling Stuck or Lost in Your Ops Career POLL: What Was Your First Responsibility When You Started in Marketing Ops? Interested in reaching over 5,500 marketing ops and revops professionals? 1:1 ABM, field marketing, content syndication).

Customer Acquisition

Backlinko

JULY 15, 2025

Random content creation is the top reason you won’t see ROI from your content marketing. With a strong content strategy, you’ll make consistent content based on real customer preferences, pain points, and historical data. Because people at different awareness stages need completely different content.

Customer

Customers.ai

JANUARY 3, 2025

For any marketer, understanding their journey is the key to doing the thing we all want to do – turning browsers into buyers and buyers into loyal fans. Path to purchase research gives you the insights you need to meet customers where they are, at every stage of their journey. Youve got traffic. Youve got products.

Customer

Sprout Social

JULY 1, 2025

In this guide, we explain how Millennials want brands to show up on social media and how to market to them the right way. As Dimperio explained, “Because we’ve grown up alongside the evolution of every major platform, social media has become emotional infrastructure for Millennials. If it feels like marketing, we’re out.

Millennials

Marketing Insider Group

APRIL 15, 2025

Modern marketing isnt really about getting clicks anymoreits about strategically guiding potential customers through every stage of the buying journey. Full-funnel marketing. Ignoring certain stages of the funnel means losing potential customers before they ever even have a chance to convert.

Advertisers

Martech

SEPTEMBER 27, 2024

As marketers face growing pressure to get the most value from their ad budgets, return on ad spend (ROAS) has become a go-to performance metric. ROAS measures how much revenue is earned for every dollar spent on advertising, providing a simple way to evaluate campaign effectiveness. For instance, when iOS 14.5

Advertisers

Hubspot Marketing

DECEMBER 18, 2024

Over the past five years, Ive been creating content for some of the most successful content-first brands. And if there's one thing that all their content marketing strategies have in common, it is a solid content gap analysis. Table of Contents What is a content gap analysis? Think about it.

Marketing Strategy

Search Engine Land

JULY 19, 2024

In this new age of AI-driven search, it’s essential to move away from siloed marketing strategies and realign to future-proof your position in the SERP. They surface a variety of content types, including images, videos and PDFs, making it critical to diversify your content and implement strategies like image optimization.

Search Marketers

Martech

FEBRUARY 27, 2025

Building efficiency in a B2B sales funnel is no small task. Between tracking the buyers journey, engaging multiple decision-makers and ensuring marketing and sales alignment, the process can quickly become overwhelming. Automated email nurturing acts like an extra team member in your sales funnel.

Transform

Litmus

AUGUST 14, 2024

I am the first to point out that ROI on email marketing is strong—the strongest, even compared to other marketing channels. Your content and product teams will want to see what’s driving engagement and more importantly, conversions. Email marketing is more than a channel. Source: The State of Email Report Why is that?

B2C

Marketing Insider Group

JULY 7, 2025

As we move further into the digital age, businesses continue to pour significant budgets into content marketing. Marketers today are under intense pressure to connect each dollar spent to real business results. Marketers today are under intense pressure to connect each dollar spent to real business results. Scroll depth.

Whitepaper

Hubspot Marketing

MARCH 3, 2025

When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. They struggled to get started, so we built educational content and onboarding flows designed to guide them. Table of Contents What is B2B SaaS marketing?

Customer Acquisition

Hubspot Marketing

JUNE 30, 2025

Looking to grow your marketing team? It all starts with marketing job descriptions written to attract your best potential. I’ve encountered countless job descriptions during my time as a marketer and have learned a thing or two along the way. Wording, structure, even emojis — everything counts. Stay open to non-linear paths.

Management

Lynton Web

DECEMBER 29, 2024

Marketing teams are able to generate more qualified leads because they can see which channels drive real results. As the backbone of your entire operation, customer journeys aren't just about moving people through a funnel but about creating meaningful connections at every stage of their experience with your brand.

Customer Journey

Sprout Social

JUNE 11, 2025

We don’t just examine the flawless creative execution of every post or campaign, but the business impact, too. The same report found consumers want brands to prioritize audience interaction and original content. They’ve since applied that same formula to marketing their Chicken Crispers against competitors on social.

Branding

Hubspot Marketing

JANUARY 28, 2025

I recently watched a TikTok clip of a CEO explaining how, when businesses face tough times, marketing is often the first budget to get slashed. It stuck with me because, ironically, thats when smart marketing spend becomes more critical than ever. Table of Contents What is marketing spend optimization? Influencers?

Non-Profit

Martech

AUGUST 2, 2024

Table of contents What is a customer journey map? Why are customer journey maps useful for marketers? Dig deeper: How to build a better buyer journey using customer behavioral data Why are customer journey maps useful for marketers? Customer journey maps contain a wealth of information for marketers.

Customer Journey

SmartBrief - Marketing

FEBRUARY 12, 2025

You can collect first-party intent data like website visits, content downloads, form submissions and email clicks directly from your audience. But for B2B marketers, the key is turning those insights into conversions. Improve lead scoring Per a report from Foundry, 91% of marketers use intent data to prioritize leads.

CRM

Marketing Insider Group

OCTOBER 16, 2024

In fact, Impact Marketing and Public Relations estimates it takes at least six touchpoints to make a sale — and those touchpoints tend to take a criss-cross journey across diverse digital sites. With this in mind, marketers have developed cross-channel marketing strategies.

Marketing Strategy

Hubspot Marketing

APRIL 15, 2025

With online searches dominating as the starting point of most purchases, customer journey SEO is now mission-critical for every business. Table of Contents What is customer journey SEO? This usually means more top-of-funnel content. Successful SEO optimization for information searches means leaning into content marketing.

Customer Journey